For businesses and marketers, avoiding the legal pitfalls that surround social media is fraught with blurred lines.

But there's a rule of thumb that digital marketing strategist and lawyer Glen Gilmore recommends that's not so hard to follow: Use common sense and practice risk prevention.

"A guide of common sense is important, but you have to understand the evolution of law in this space as well," he says.

Gilmore, who teaches digital marketing, crisis communications and social media law at Rutgers University, was the keynote speaker at Friday's ConvergeSouth technology and business conference held at UNC-Greensboro. He offered the audience advice and issues to consider as they look to better incorporate the use of social media into their business plans.

Among his tips:

- If you can't do it in the real world, don't do it on social. Think about what you're sending out. If you have to pause, don't send it.

- Companies need to give employees a guide on how to use social media, and a social media policy should become a part of every enterprise.

- Address account ownership in your policies and create a separate agreement for ownership. Put in writing who owns the account.

- Claim your brand. A Facebook page dedicated to The Coca Cola Co. (NYSE: KO) had a large fan base before the company decided to set one up itself. The company was smart, Gilmore said, and partnered with the page's owners, building on what true fans of the brand had already created. But if you find you've got a "social squatter," you'll likely want to get that page taken down.

- Get releases when you can. Having an event? Include a disclaimer that photos may be posted on social media accounts. There are no guarantees you won't be sued, but getting permission when possible helps, Gilmore says.

- People will say bad things about your company, but get over it. Not everyone loves you and it may be something you need to hear. However, Gilmore advises that trolls should be blocked. After all, you wouldn't allow someone back on your property who sprayed graffiti on your house.

"We all get the fact that there are trolls," he says. "It's not as big of a deal as companies seem to think it is. It's always going to happen."

- And on that note, he says, "you're not liable for what other people say." But those people can be sued.

- Are you blogging and tweeting about health issues? What you say matters. If you give others advice and it's reckless and false, you could be held liable for that.

- Have you invited bloggers and other social media influencers to test out a product and have given them some freebies? You better disclose it. The Federal Trade Commission calls that a "material connection" and it needs to be shared in bloggers' reviews.

"That lack of transparency is the most likely thing to get a marketer in trouble," Gilmore says.